NYXPO Social Media Keynote - Social Advertising for Small Business

JASMINE SANDLER
SOCIAL MEDIA MARKETER SINCE 2001
@Jasmine_Sandler
How to Use
Social Media
Advertising to
Generate Leads
& Interest
DIGITAL MARKETING CONSULTING & TRAINING
w w w .jasminesandler.co m© J A S M I N E S A N D L E R

AGENDA
• WHY DO SMALL BUSINESSES NEED TO DO IT ?
• WHAT IS SOCIAL ADVERTISING?
• GOOGLE AND YOUTUBE ADVERTISING
• FACEBOOK AND INSTAGRAM ADVERTISING
• TWITTER ADVERTISING
• LINKEDIN ADVERTISING
w w w .jasminesandler.co m | @Jasmine_San dl e r© J A S M I N E S A N D L E R

WHAT IS SOCIAL ADVERTISING?
• Proven way to reach Billions of potential consumers and clients on Social & Mobile
• Efficient advertising for Hyper-targeting
• Industry/Title
• Location
• Age/ Gender
• Interests
• Way to do dynamic ad testing and delivery
• Main Ad Platforms:
• YouTube/Google Display (1.5 Billion)
• Facebook + Instagram (1.6 Billion + 500 MM)
• Twitter (400 MM)
• LinkedIn (445 MM)

• Marketing Budgets Shifting
Away from Traditional to
Social and Mobile
• Audiences consuming
content more in Social for
News and Information
• Social Advertising Cuts
Through Organic Clutter
• Social Ad Costs Lower than
Paid Search

• YouTube video
watching +50%
• Facebook video
posts +94%
• 50% Facebook
users watch one
video a day
• Video in FB
newsfeed 3.6x
increase

What You Can Do with YouTube Video Ads
• Product Demos
• Sales Pitch
• Content Marketing
• Product and Service
Promotion
• Drive E-commerce visits
• Retention and Upselling
via Education

YouTube TrueView Reach
• YouTube In Stream
• Pre-Roll/ Post Roll
• Competitive Channels
• Google Display
• In Apps

How YouTube True View Video Ads Work
• Host Video on YouTube
• Cost Per View of Target
(post :30)
• Cost Per Action Bidding
• Multiple Ad Groups
• In-stream
• Bumper Ads
• Discovery Video Ads

What Does YouTube Advertising Cost?

Measuring Success of YouTube Ads
• # Views/ View Rate
• Ave Cost Per View (:30)
• Video Clicks
• Engagements on Cards
and Call-Outs
• Multiple Ad Groups allow
for In-stream and Discovery
Video Ads

Facebook
• 1.55bn Users
• 1.39bn mobile Users
• 8 billion Video views daily
• 50 Million Business Pages
• 33% of Users engage with Brands
on FB
• 500 Mill Users
• 95 million photos and videos
per day
• 50% of all Brands use IG
• 75% of IG users take action from
Ads
Source: Facebook, 2015

What You Can Do with Facebook Ads
• Raise Brand Awareness
• Generate Leads
• Increase Local Sales
• Drive Online Sales
• Promote Your App
• Build Following on
Facebook and
Instagram

Types of FB & IG Ads
• Promoted FB posts for Page Likes and
Shares
• Event Promotions
• App Installs
• Video Ads to drive to site offers
• Local Offers for Store Visits
• Lead Generation – Link Ads
• Video & Carousel Ads – Story
Commercials
Source: Statista, 2015

How To Set Up Facebook & IG Ads
• Have Branded FB Page
• Have Business Manager Account
• Connect IG Account
• Set Up Power Editor for IG
• Create Campaign
• Choose Audience Targeting
• Create Video or Image Ad

What Does It Cost for FB & IG Ads?
• CPM – Cost Per 1000 Impressions – Min.$1/Day
• Cost Per Click – Min. $5-10/Day
• Automatic and Manual Bidding Available
• Automatic bid type, the system will bid for you and
keep low
• Manual bid type, you can set a high manual bid which
helps your ad win more auctions
• Can set Daily or Lifetime Ad Budgets

Twitter
• 1.3 Bill Accounts
• 400m Active Users
• 80% active users on mobile
• 60% of Consumers expects
brands to reply to them on Twitter
• 77% of Twitter Users feel
positive about engaging brands
• The average Twitter user #follows
5 Businesses
• 80% of Twitter Users reported
taking action from Branded Ads
Source: Twitter, 2015

Twitter Advertising Opportunities
Source: Statista, 2015
• Website Card Ads to Site Leads
• AutoPlay videos on Timeline
• # Engagement – Tweet Chat
• Twitter Follow Ads
• Twitter Lead Gen Ads
• App Installs
• Quick Post Promote

Twitter Targeting and Budgeting
• Cost Per Engagement
• Cost Per Click
• Cost Per View
• Cost Per Download
• Cost Per Follow
• Cost Per Twitter Lead
• Cost Per Awareness
• Set Daily Rate
• Target by
• Interests
• Demographics
• Followers
• Keywords

Detailed Twitter Analytics
• Track Impressions in
Real time
• Results based on
Objectives
• Follows
• Engagements
• Views
• Downloads
• Leads
• Clicks
• Downloads

LinkedIn – B2B Social Advertising
Source:: LinkedIn, 2015
Senior Level Decision
Influencers
60M+
Decision Makers
40M+
C-level execs
6.8M+
Opinion Leaders
10.7M+

LinkedIn Target Decision Maker Reach
• Targeted Sponsored
InMail
• Sponsored Content
• Display Ads
• Dynamic,
Personalized Ads
• Text Ads
Source: eMarketer, 2015

Danie
Seattle, Washington USA
Boston University
Communication
Bachelor of Science
2011, 25-34
Simply Measured
51-200 employees
Internet
Senior Marketing Manager
Marketing, Senior IC
CMA, LEWIS, Social Tools
SEO, Social Media,
Digital Marketing,
Blogging
• Skills
• University
• Groups
• Location
• Title
• Function
• Seniority
• Experience
• Co Size
• Industry
• Gender
• Age
Source: eMarketer, 2015

LinkedIn Budgeting & Performance
• Cost Per Impressions (CPM)
• Cost Per Click
• Min $10. $50/Day
• Audience Targeting Guidelines
• Sponsored Content minimum of 300,000.
• Text Ads target between 60,000 - 400,000.
• Sponsored InMail in range of 100,000.

• Social Media Custom
Strategy
• Social Media Custom
Header Design
• Social Media Profile
Setup & Design
• YouTube
• Facebook
• Twitter
• LinkedIn Company
• Social Media Monthly
Posting
SOCIAL MEDIA MANAGEMENT 50% OFF! NYXPO ONLY
WWW.JASMINESANDLER.COM/SOCIALLITE

NYXPO Social Media Keynote - Social Advertising for Small Business

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